JANUARY 14, 2014: Today, Jaguar North America announced the three renowned actors to
appear in “Rendezvous,” its 60-second television advertisement
to debut during the second half of Super Bowl XLVIII, and revealed details
of its largest-ever brand and product marketing campaign, called
“British Villains,” which introduces the Jaguar F-TYPE Coupe
(on sale spring, 2014). “Rendezvous” stars Sir Ben Kingsley,
Tom Hiddleston and Mark Strong, and was filmed by Oscar-winning British
director, Tom Hooper, in London. It is Jaguar’s first Super Bowl TV
advertisement.

"With 'British Villains,' Jaguar will present itself on the Super Bowl
stage as a challenger to the usual luxury car suspects, with a unique
cinematic expression of our modern British style," said Jeff Curry, Brand
Vice President, Jaguar North America. "With the three renowned actors, Sir
Ben, Tom and Mark, who have all played memorable film rogues, we have
brought together the best of British film to star in a major motion picture
caliber campaign that addresses the simple cultural observation that Brits
often play the best villains in film. This talent, coupled with the
direction of Academy Award-winner director Tom Hooper, enables us to launch
our campaign for the F-TYPE Coupe in a manner that captures the new spirit
of the entire brand inspired by our latest sports car."

"Jaguar is truly a beloved British brand and it's exciting to help them
make some noise as they debut in a beloved American event, the Super Bowl,"
said Sir Ben Kingsley. "As for being known for playing the roles of
renowned villains, I'll have to ponder that one – I think I'm
flattered?!"

The campaign creative, developed with a cinematic vision, centers around
the new "Rendezvous" television commercial. In addition to the 60-second
spot to air in the Super Bowl, a 30-second preview of "Rendezvous" will
debut online on January 28 and run on high-profile, digital channels
throughout February. Jaguar also previewed its Super Bowl spot with "The
Setup," staring Sir Ben Kingsley, during the CBS and FOX NFL Divisional
Playoff games, January 11 and 12. At the end of the commercial, viewers
were invited to view "The Setup" on the campaign's dedicated landing page,
BritishVillains, and
use the unique hashtag, #GoodToBeBad to engage with the brand throughout
the campaign. The original score for "Rendezvous" was composed and
conducted by Alexandre Desplat, who worked with Tom Hooper on The Kings
Speech and recorded by The London Symphony Orchestra at the iconic Abbey
Road studios.

The "British Villains" campaign and its many supporting assets were
produced specifically for the launch of the F-TYPE Coupe around the
broadcast of the 2014 Super Bowl and builds on the momentum of Jaguar
following the successful launch of the F-TYPE convertible and a 41 percent
sales increase in 2013.

"2014 will continue a very significant period in the growth of the
Jaguar brand, marked by quickly rising sales, and new beautifully designed
products coming to market, like the F-TYPE Coupe this year, and in the
future, an all-new compact sports sedan," added Curry. "This is perhaps the
brand's most memorable marketing campaign and deserves to appear in one of
the most-watched sporting events, the Super Bowl."

"British Villains" captures the premise that Brits have long made the
best villains in landmark films, combining intelligence with charm,
restlessness with calm, and always confident. In the world of pop culture,
villains disrupt the status quo and challenge the establishment, while
living one step ahead of, and better than, the pack. The campaign asks the
question, 'Have you ever noticed how in Hollywood movies, all the villains
are played by Brits?' It was filmed by Hooper in London in a creative
partnership with his Smuggler Films production house.

"This is one of those jobs that can really be a lot of fun, so I was
quite happy to oblige when Jaguar asked me to be a part of their first
Super Bowl commercial," said Hooper. "To work with the caliber of great
actors we cast in this project is a truly special experience on its own and
reflects the cinematic approach that we took in the production with
Jaguar."

SPARK44, the lead strategic communications partner for Jaguar, was
responsible for the creative positioning and strategy behind the campaign,
while Mindshare managed the communications planning and buying. In addition
to broadcast, the multi-channel campaign will feature unique outdoor
creative throughout New York City, print, digital and consumer activations
hosted with a wide array of media partners, and special events in the week
leading up to the Super Bowl.

During the game, Jaguar aims to be the most real-time engaged advertiser
during the Super Bowl through a unique physical space called "The Loop,"
developed by Mindshare, where multiple screens will monitor real-time
consumer data and translate it into actionable insights, and ultimately,
rapid marketing decisions, or "Adaptive Marketing."

"The Loop" is the first real-time marketing tool to impact paid media
– whereby media dollars can be quickly shifted and redeployed to
leverage opportunities uncovered by the data. Rapid, relevant and
responsive, "The Loop" puts data at the center and creates a
channel-agnostic, holistic approach to real-time marketing in an
unprecedented manner.

The new all-aluminum F-TYPE Coupe, including the first F-TYPE R model,
expands the Jaguar lineup beginning in spring 2014 and starting at
$65,0001. Available in three versions, the F-TYPE R Coupe is powered by a
550hp 5-liter supercharged V8 engine and will reach 60 mph in 4.0 seconds,
and a top speed of 186 mph (electronically limited)2. The F-TYPE S Coupe
and F-TYPE Coupe are powered by 3-liter supercharged V6 engines in 380hp
and 340hp forms respectively, going 0-60 mph in 4.8/5.1 seconds and top
speeds of 171/161 mph2.

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